Foreign Languages In Advertising

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Foreign Languages in Advertising

Jos Hornikx,Frank van Meurs
Foreign Languages in Advertising Book PDF

Author : Jos Hornikx,Frank van Meurs
Publisher : Springer Nature
Page : 263 pages
File Size : 54,9 Mb
Release : 2019-12-17
Category : Language Arts & Disciplines
ISBN : 9783030316914

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Foreign Languages in Advertising by Jos Hornikx,Frank van Meurs Pdf

This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.

Advertising as Multilingual Communication

H. Kelly-Holmes
Advertising as Multilingual Communication Book PDF

Author : H. Kelly-Holmes
Publisher : Springer
Page : 206 pages
File Size : 55,7 Mb
Release : 2016-01-11
Category : Business & Economics
ISBN : 9780230503014

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Advertising as Multilingual Communication by H. Kelly-Holmes Pdf

Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.

Dynamics of International Advertising

Barbara Mueller
Dynamics of International Advertising Book PDF

Author : Barbara Mueller
Publisher : Peter Lang
Page : 356 pages
File Size : 48,6 Mb
Release : 2004
Category : Business & Economics
ISBN : 0820463604

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Dynamics of International Advertising by Barbara Mueller Pdf

Dynamics of International Advertising brings to light the unique challenges in developing and implementing successful campaigns globally. With a balance of theoretical and practical perspectives, this text takes the reader inside the dynamics of advertising as it functions within the international marketing mix. Filled with current examples and case studies, Dynamics of International Advertising addresses the key issues that advertisers must keep in mind to create effective communication programs for foreign markets: cultural norms and values, political environments, economic policies, social contexts, and more. Both the process and product of international advertising are addressed - from research and strategy development to creative execution and media planning. This is an ideal textbook for upper-division undergraduate and graduate students in specialized courses dealing with international advertising or marketing. It is also an effective supplemental text for introductory advertising, marketing, or mass communications courses seeking to expand coverage of the international dimension. The text should prove useful to practitioners of international advertising, whether on the client side or within the advertising agency. And, finally, researchers of international advertising and marketing will also find the text a valuable resource.

The Politics of Language in Australia

Uldis Ozolins
The Politics of Language in Australia Book PDF

Author : Uldis Ozolins
Publisher : Cambridge University Press
Page : 316 pages
File Size : 44,5 Mb
Release : 1993-05-28
Category : Biography & Autobiography
ISBN : 0521417945

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The Politics of Language in Australia by Uldis Ozolins Pdf

This book traces language policy in Australia from World War II to the present, examining the changes in government policy over this time, and changes in major public institutions due to the presence of these languages. The major focus is on changes in the education and broadcasting systems, with attention also to interpreting/translating, industrial relations and the role of languages in diplomacy and trade. Dr. Ozolins places language in the context of multicultural politics and shows that government language policies that were once prompted by suspicion now accept and even encourage cultural and linguistic maintenance. In fact Australia has introduced many innovations of international significance in language policy, particularly with the National Language Policy, announced in 1987. This policy marked a decisive change in political assumptions toward languages in postwar Australia because it recognized the importance of languages other than English.

Marketing Identities Through Language

E. Martin
Marketing Identities Through Language Book PDF

Author : E. Martin
Publisher : Springer
Page : 286 pages
File Size : 55,9 Mb
Release : 2005-11-30
Category : Business & Economics
ISBN : 9780230511903

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Marketing Identities Through Language by E. Martin Pdf

Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French market, with media companies undeterred by the attempts through legislation to curb language mixing in the media.

The Role of Language and Symbols in Promotional Strategies and Marketing Schemes

Epure, Manuela,Mih?e?, Lorena Clara
The Role of Language and Symbols in Promotional Strategies and Marketing Schemes Book PDF

Author : Epure, Manuela,Mih?e?, Lorena Clara
Publisher : IGI Global
Page : 333 pages
File Size : 44,8 Mb
Release : 2018-09-28
Category : Business & Economics
ISBN : 9781522557791

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The Role of Language and Symbols in Promotional Strategies and Marketing Schemes by Epure, Manuela,Mih?e?, Lorena Clara Pdf

In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.

Advertising and Multilingual Repertoires

Marco Santello
Advertising and Multilingual Repertoires Book PDF

Author : Marco Santello
Publisher : Routledge
Page : 122 pages
File Size : 47,8 Mb
Release : 2016-08-05
Category : Language Arts & Disciplines
ISBN : 9781315392561

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Advertising and Multilingual Repertoires by Marco Santello Pdf

Advertising and Multilingual Repertoires explores advertising from the perspective of multilingual audiences. Santello introduces the key linguistic processes involved in advertising discourse, and analyses the relationship between the linguistic repertoires of audiences and language use in advertising. This book: Showcases the most recent advancements in linguistic research as applied to the study of advertising and multilingualism, adopting an approach that focuses on linguistic resources; Examines how advertisements make use of language(s), including Italian and the use of English as a foreign language, in order to attract attention and persuade their audience; Familiarises readers with response mechanisms that bilinguals and multilinguals experience when exposed to advertising in different languages; Demonstrates both qualitative and quantitative approaches to researching the intersections between language and marketing. Advertising and Multilingual Repertoires is key reading for postgraduate students and researchers in the field of language and advertising.

Advertising and Branding: Concepts, Methodologies, Tools, and Applications

Management Association, Information Resources
Advertising and Branding Concepts Methodologies Tools and Applications Book PDF

Author : Management Association, Information Resources
Publisher : IGI Global
Page : 1806 pages
File Size : 52,5 Mb
Release : 2017-01-06
Category : Business & Economics
ISBN : 9781522517948

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Advertising and Branding: Concepts, Methodologies, Tools, and Applications by Management Association, Information Resources Pdf

Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Symbolic Values of Foreign Language Use

Harald Haarmann
Symbolic Values of Foreign Language Use Book PDF

Author : Harald Haarmann
Publisher : Walter de Gruyter
Page : 309 pages
File Size : 48,8 Mb
Release : 2011-09-12
Category : Language Arts & Disciplines
ISBN : 9783110868395

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Symbolic Values of Foreign Language Use by Harald Haarmann Pdf

CONTRIBUTIONS TO THE SOCIOLOGY OF LANGUAGE brings to students, researchers and practitioners in all of the social and language-related sciences carefully selected book-length publications dealing with sociolinguistic theory, methods, findings and applications. It approaches the study of language in society in its broadest sense, as a truly international and interdisciplinary field in which various approaches, theoretical and empirical, supplement and complement each other. The series invites the attention of linguists, language teachers of all interests, sociologists, political scientists, anthropologists, historians etc. to the development of the sociology of language.

Analyzing the Cultural Diversity of Consumers in the Global Marketplace

Alcántara-Pilar, Juan Miguel
Analyzing the Cultural Diversity of Consumers in the Global Marketplace Book PDF

Author : Alcántara-Pilar, Juan Miguel
Publisher : IGI Global
Page : 404 pages
File Size : 54,6 Mb
Release : 2015-04-30
Category : Business & Economics
ISBN : 9781466682634

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Analyzing the Cultural Diversity of Consumers in the Global Marketplace by Alcántara-Pilar, Juan Miguel Pdf

The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.

New Directions for Research in Foreign Language Education

Simon Coffey,Ursula Wingate
New Directions for Research in Foreign Language Education Book PDF

Author : Simon Coffey,Ursula Wingate
Publisher : Routledge
Page : 236 pages
File Size : 52,6 Mb
Release : 2017-10-23
Category : Language Arts & Disciplines
ISBN : 9781317201724

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New Directions for Research in Foreign Language Education by Simon Coffey,Ursula Wingate Pdf

New Directions for Research in Foreign Language Education brings together contributions by reputed scholars that examine the challenges, opportunities, and benefits of teaching and learning foreign languages. With a particular focus on languages other than English, the book looks at the socio-political dimension of language learning and teaching and the need to re-theorize multilingualism for our age. The volume includes a range of perspectives, from language teaching as an act of reconciliation to language learning across the lifespan, from innovations in assessment and curriculum to critical appraisals of pedagogy and textbook materials. Each chapter presents a clear case study drawn from diverse contexts to illustrate the different concerns of the contributors. The book is a valuable resource for all students, teachers, teacher educators and researchers who share an interest in researching multilingualism and the different facets of teaching and learning foreign languages.

Foreign Language Proficiency in Higher Education

Paula Winke,Susan M. Gass
Foreign Language Proficiency in Higher Education Book PDF

Author : Paula Winke,Susan M. Gass
Publisher : Springer
Page : 314 pages
File Size : 43,9 Mb
Release : 2018-12-18
Category : Education
ISBN : 9783030010065

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Foreign Language Proficiency in Higher Education by Paula Winke,Susan M. Gass Pdf

This volume comprises of chapters that deal with language proficiency relating to a wide range of language program issues including curriculum, assessment, learners and instructors, and skill development. The chapters cover various aspects of a broad-based proficiency initiative, focusing on numerous aspects of foreign language learning, including how skills develop, how assessments can inform curriculum, how learners and instructors view proficiency and proficiency assessment, and how individual use of technology furthers language learning. The concluding chapter points the way forward for issues and questions that need to be addressed.

Multilingual Digital Marketing

Maria Johnsen
Multilingual Digital Marketing Book PDF

Author : Maria Johnsen
Publisher : Maria Johnsen
Page : 215 pages
File Size : 48,6 Mb
Release : 2017-01-29
Category : Business & Economics
ISBN : 9781542831994

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Multilingual Digital Marketing by Maria Johnsen Pdf

Introducing "Multilingual Digital Marketing: Managing for Excellence in Online Marketing" – the ultimate guide for online businesses like yours looking to dominate the global market. In today's fiercely competitive landscape, expanding into new territories is essential for your success, and multilingual digital marketing holds the key to unlocking vast untapped customer bases. If you're struggling to stand out amidst the competition in your home market, this book presents an exciting opening to reach new, large areas of interested customers who speak different languages. As an online business, you'll benefit immensely from this book. One of the first and foremost advantages is that it introduces your product to an entirely new audience. If what you offer is unique, you have a considerable opportunity to expand your business with little to no direct competition. Even if you market familiar products, you'll often face less competition in foreign markets, making it easier for you to sell. Within the pages of "Multilingual Digital Marketing," you'll embark on a new journey in online marketing, guided by expert insights and proven strategies. This fifth edition takes you beyond the basics of ecommerce and market leadership, diving into the nitty-gritty of creating a successful business plan tailored for your online endeavors. You'll discover effective sales strategies, learn about multilingual website design to cater to diverse audiences, and explore innovative marketing tactics for foreign countries. But that's not all – this book goes above and beyond, offering valuable guidance on multilingual social media marketing. Whether you're a business owner, politician, or celebrity, you'll gain actionable knowledge to boost your online presence and engage with a global audience. Additionally, you'll unlock the secrets of "share of wallet" strategies, maximizing your revenue potential across different customer segments. With you'll gain the competitive edge necessary to position yourself as a leader in the international market. This comprehensive guide empowers you to break language barriers, connect with global customers, and achieve unparalleled success in the 21st century. Don't miss out on this incredible opportunity to transform your online business – get your copy today!

Handbook of Foreign Language Communication and Learning

Karlfried Knapp,Barbara Seidlhofer
Handbook of Foreign Language Communication and Learning Book PDF

Author : Karlfried Knapp,Barbara Seidlhofer
Publisher : Walter de Gruyter
Page : 752 pages
File Size : 47,8 Mb
Release : 2009-12-15
Category : Language Arts & Disciplines
ISBN : 9783110214246

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Handbook of Foreign Language Communication and Learning by Karlfried Knapp,Barbara Seidlhofer Pdf

This volume focuses on how far the policies, principles and practices of foreign language teaching and learning are, or can be, informed by theoretical considerations and empirical findings from the linguistic disciplines. Part I deals with the nature of foreign language learning in general, while Part II explores issues arising from linguistic, socio-political, cultural and cognitive perspectives. Part III and IV then consider the different factors that have to be taken into account in designing the foreign language subject and the various approaches to pedagogy that have been proposed. Part V finally addresses questions concerning assessment of learner proficiency and the evaluation of courses designed to promote it. Key features: provides a state-of-the-art description of different areas in the context of foreign language communication and learning presents a critical appraisal of the relevance of the field offers solutions to everyday language-related problems with contributions from renowned experts

To what extent are Anglicisms essential in German print advertisements?

Helen von Diergardt
To what extent are Anglicisms essential in German print advertisements Book PDF

Author : Helen von Diergardt
Publisher : GRIN Verlag
Page : 60 pages
File Size : 47,9 Mb
Release : 2018-09-11
Category : Foreign Language Study
ISBN : 9783668795198

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To what extent are Anglicisms essential in German print advertisements? by Helen von Diergardt Pdf

Bachelor Thesis from the year 2018 in the subject Communications - Specialized communication, grade: 1,0, Vienna University of Economics and Business (Department for Foreign Languages), language: English, abstract: This thesis analyses both the omnipresence and importance of both Anglicisms in advertisement by assessing their extent for essentiality for German print advertisements. The fashion and lifestyle magazine InStyle was chosen as a representative in order to analyse the number of Anglicisms and their effects on the reader. The first section will deal with the influence of the English language on the German by defining the most critical terminology, analysing the history of the English language in Germany and how it became so influential.